Welcome to It's a Good Life with Brian Bafini, founder of America's largest business coaching

company. Here's a short classic cut from one of our all-time favorite episodes.

You know, trust is the most critical factor to the success of any and all relationships,

both in business and in life. Today, we're going to explore the most important aspect of

building trust with a client, which is follow-up. And in today's business environment,

if you can follow up consistently, you'll be a shining star in the marketplace. So here's what we're going to talk about.

Three major points. First, we're going to talk about emptying the trust account. Second, it's

where sales are made. And third, it's how advocates are created. So let's talk about emptying the trust

account. You know, trust doesn't just magically

happen overnight. It has to be built over time. You have to make deposits in the trust

account with customers and you enjoy the compounding effects of the business. Break trust,

and that account quickly depletes. A study found that if you have a good experience,

24% of customers will seek out a vendor for two years or more. and that account quickly depletes. A study found that if you have a good experience,

24% of customers will seek out a vendor for two years or more. If they had a bad experience,

39% will avoid that business for two years or more. When you make a promise and don't keep it,

you immediately break trust and deplete the trust account.

The next piece to that is it creates doubt in the customer's mind.

In life, silence is golden.

In business, silence is deadly.

You know, customers feel vulnerable, and they're taking a leap of faith when they come to do business with you.

So we've got to fill that vulnerability in with communication, attention, and care.

It takes a lot to build confidence, but it doesn't take a lot to break the confidence.

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